I heard about this from my friend Violette Verite at the We Are Social agency. She told of the new Ford Ka campaign targetting the 20-somethings (ie hits exactly Generation C for Community), called "Find It" that runs in several European countries.
The campaign is one of the first mainstream ad campaigns that I've seen, that uses enhanced reality concepts.
The campaign has created among other things, a virtual Ford Ka that can be seen using a cameraphone (in a given location where the Ka exists virtually, when the cameraphone is pointed into a blank space of say London or Berlin, where there is the virtual Ka marker, what is a kind of 2D barcode, the phone screen displays the car. Its like a magic window. Look at the real location with your eyes - no Ka. But look through the phone screen, and there is the Ka. And as I say in the book Mobile as 7th of the Mass Media, you should try to create magic. This certainly feels like magic. Great idea!).
Pretty clever stuff, and the whole campaign runs on the "Find It" theme. They also have lots of other areas of discovery in the campaign on the websitea and in the real world, which very cleverly merges elements from the real world, the virtual world, the online world and the mobile phone. The website is GoFindIt.net. Thanks Violette for bringing this to my attention.